Subcooled Row boiling heat transfer characteristics of refrigerant R-134a in a vertical plate heat exchanger (PHE) are investigated experimentally in this study. Besides, the associated bubble characteristics are also inspected by visualizing the boiling flow in the vertical PHE. In the experiment two vertical counterflow channels are formed in the exchanger by three plates of commercial geometry with a corrugated sinusoidal shape of a chevron angle of 60degrees. Upflow boiling of subcooled refrigerant R-134a in one channel receives heat from the downflow of hot water in the other channel. The effects of the boiling heat flux, refrigerant mass flux, system pressure and inlet subcooling of R-134a on the subcooled boiling heat transfer are explored in detail. The results are presented in terms of the boiling curves and heat transfer coefficients. The measured data showed that the slopes of the boiling curves change significantly during the onset of nucleate boiling (ONB) especially at low mass flux and high saturation temperature. Besides, the boiling hysteresis is significant at a low refrigerant mass flux. The subcooled boiling heat transfer coefficient is affected noticeably by the mass flux of the refrigerant. However, increases in the inlet subcooling and saturation temperature only show slight improvement on the boiling heat transfer coefficient. The photos from the flow visualization reveal that at higher imposed heat flux the plate surface is covered with more bubbles and the bubble generation frequency is substantially higher, and the bubbles tend to coalesce to form big bubbles. But these big bubbles are prone to breaking up into small bubbles as they move over the corrugated plate, producing strong agitating flow motion and hence enhancing the boiling heat transfer. We also note that the bubbles nucleated from the plate are suppressed to a larger degree for higher inlet subcooling and mass flux. Finally, empirical correlations are proposed to correlate the present data for the heat transfer coefficient and the bubble departure diameter in terms of boiling, Froude, Reynolds and Jakob numbers.